Which is why instead of going the obvious route and planning a glitzy fashion campaign, bhane. chose to harness the appeal of street style photography, with an assortment of lawyers, bloggers, musicians and professionals from Mumbai and Delhi filling in for models.

"We wanted to feature real people, shooting every single garment on a different person so we could show how the clothes can be customised to suit a variety of body types and styles," explains Karr. "We told them to bring their own accessories, bags and shoes, while the clothes were provided by us. They got to pick out whatever they wanted from the racks, while our stylist Tania Fadte worked with them to put together a custom look."

And there will soon be more. "We plan to follow the same strategy in the coming seasons, " Karr adds. "So the number of people featured on the site will expand beyond 150. This method helps us go straight to the grassroots by reaching out to the people who will eventually buy our clothing."